基于UTAUT与感知风险模型的手机银行持续使用意愿研究

发布时间：2019-01-17 21:09

【摘要】：近几年来,金融管制机制的放松与移动金融的迅速崛起,使得国内的商业银行的格局发生了剧烈的变化,四大国有银行受到中小银行的严峻挑战。随着4G网络的建设与智能手机的普及,手机银行成为各大银行的重要业务。手机银行的诞生,打破了传统银.行业的地域与时间限制,用户可以随时随地办理银行业务,同时也大大降低了银行业的成本。根据银行协会发布的报告,截至2013年年底,手机银行用户规模达到4.6亿,同比增长速度达到55.5%,手机银行用户规模迅猛增长,即将成为银行业最大的服务渠道。因此,保持手机银行用户的忠诚度,深度研究手机银行持续使用意愿,具有重大意义。因此,本文首先通过文献研究的方式,回顾分析了国内外有关手机银行与持续使用意愿的研究现状与不足之处。然后,通过对手机银行用户使用意愿影响因素的研究,针对传统的技术接受模型的缺陷,本文将UTAUT模型和感知风险理论相结合,提出新的手机银行持续使用意愿的影响因素模型。此模型包含3个自变量：感知风险、社会影响、促进因素；3个中介变量：绩效期望、努力期望、满意度；1个因变量：持续使用意愿。同时,本文通过调查分析的方法进行实证研究,采用结构方程模型的方式对调研结果分析。研究结论显示,感知风险因素对用户的绩效期望、满意度、持续使用意愿都有显著的负向影响；绩效期望、努力期望、促进因素对手机银行用户的满意度有显著的正向影响；满意度、绩效期望、社会影响对手机银行用户的持续使用意愿有积极的负向影响。最后,针对理论与实证研究中,手机银行用户持续使用意愿影响因素的特征,本文提出了有助于银行在保留已有用户、提升用户满意度、减少用户流失等可采取的战略和手段。
[Abstract]:In recent years, with the relaxation of financial regulation mechanism and the rapid rise of mobile finance, the pattern of domestic commercial banks has changed dramatically, and the four state-owned banks have been severely challenged by small and medium-sized banks. With the construction of 4G network and the popularity of smart phones, mobile banking has become an important business of banks. The birth of mobile bank, broke the traditional silver. The geographical and time constraints of the industry allow users to handle banking at any time, anywhere, and at the same time greatly reduce the cost of banking. Mobile banking users reached 460 million by the end of 2013, up 55.5 percent from a year earlier, according to a report by the Association of Banks. Mobile banking users are on the verge of becoming the banking industry's biggest service provider. Therefore, it is of great significance to maintain the loyalty of mobile bank users and to study the willingness of mobile bank to use continuously. Therefore, this paper first through the way of literature research, reviewed and analyzed the domestic and foreign mobile banking and sustainable use of the status quo and shortcomings. Then, through the study of the influencing factors of the user's willingness to use in mobile banking, aiming at the defects of the traditional technology acceptance model, this paper combines the UTAUT model with the theory of perceived risk. This paper puts forward a new model of influencing factors of mobile bank's willingness to use continuously. The model includes three independent variables: perceived risk, social impact, promoting factors, three intermediary variables: performance expectation, effort expectation, satisfaction, and one dependent variable: willingness to use continuously. At the same time, this paper carries on the empirical research through the investigation analysis method, uses the structural equation model way to analyze the investigation result. The results show that perceived risk factors have significant negative effects on users' performance expectations, satisfaction, and willingness to use continuously, while performance expectations, hard expectations, and promotion factors have significant positive effects on users' satisfaction in mobile banking. Satisfaction, performance expectation and social impact have a positive and negative impact on mobile bank users' willingness to continue to use. Finally, in view of the characteristics of the influencing factors in the theoretical and empirical research, this paper puts forward some strategies and measures that can be adopted to help the bank retain the existing users, improve the customer satisfaction, and reduce the loss of users.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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